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Tightwads and spendthrifts: How emotions drive our shopping behavior, with Scott Rick, PhD
Speaking of Psychology
Are You More Comfortable When You're Buying a Gift?
Are you more or less likely to experience the pain of paying when you're buying somebody a gift? All the evidence we have does suggest that it's it's less pain full to buy the gift. But there are other emotions that could be in play, like anxiety. Will they like it, what will they think? It could be a much more stressful experience. There's anxiety, but there's joy. And we do find that tightwads look less like tightwads when they're buying gifts.
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